CHANGE YOUR LIFE FOR BREAKFAST
Hey…you…put down the beige, rectangley-shaped protein bar, and step away from your old breakfast life…
Because McDonald’s has a new addition to their iconic breakfast sandwich lineup, and this one is a game-changer: McCHICKEN FOR BREAKFAST. But before you take the plunge, we gotta warn you: you can’t untaste this buttery, fluffy, chicken-y baby booboo bb. With just one bite, breakfast will be changed forever as you know it.
CDs: Ben Tolbert & Chris Juhas
Copywriter: Lulu Wimberly
Art Director: Kailey Riggen
Produced by: Aileen Baliat & Jeff Holiday
Directed by: Jess Coulter
Edited by: Sean Stender
Color by: Matt Osborne
VO by: Craig Robinson
Work created at TBWA\Chiat\Day Los Angeles
MCCHICKEN MEDITATION
During the research phase, we came across a HARDCORE Facebook group of over 40,000 diehard McChicken stans called, “For me it is the McChicken. The best fast food sandwich.” But this wasn’t just any ol’ Facebook group, you had to prove your love of the McChicken to be admitted. So we wrote essays and prayed to the McD’s gods until we finally received that fateful notification. We were in.
We very quickly learned that this group was going to absolutely lose their minds at the news of McChicken arriving to the breakfast menu. In fact, we were almost worried for them. So we made something to help them cope during the launch: a delicious guided meditation video to keep McChicken’s absolute biggest fans calm, happy and filled with chicken-y breakfast bliss during this very exciting time in their lives. And of course, we had to tap the voice heard across McDonald’s “Wake Up Breakfast” campaign, comedian and breakfast enthusiast Craig Robinson, to deliver the serene vocal stylings.
